High-End Apparel Industry To Usher In The Turning Point Of Local Brands To Usher In Growth Period

< p > recently, Kaiser's private placement is officially approved by the SFC. The company will issue no more than 11594 shares at a price of not less than 4.83 yuan / share (adjusted according to the 2012 distribution plan). It is estimated that the total amount of funds raised by the private placement will not exceed 560 million yuan, and the company's non-public offering is now in progress.

< /p >

In the past two years, due to a series of factors, such as high-end a href= "//www.sjfzxm.com/news/index_c.asp", brand apparel, /a, etc., the market has been greatly impacted by foreign brands, coupled with the increase of costs and the establishment of expenses, and so on. The company has fallen into a situation of no increase in profits. In 2012, the company achieved operating income of 531 million 650 thousand and 100 yuan, an increase of 28.08% over the previous year, and a net profit of 37 million 309 thousand and 500 yuan attributable to shareholders of listed companies, down 34.85% from last year.

But the company has good fundamentals and orderly development. Especially in the brand and channel construction, the company has already formed certain advantages and characteristics. In the case of the domestic high-end apparel industry turning point, the accumulation of brand and channel construction in recent years has made the company have the possibility of the outbreak of the post market performance. With the help of the new issuance, the company will usher in a brand new growth period and enter the new stage of the company's development.

< /p >

< p > this private placement, < a href= "//www.sjfzxm.com/news/index_c.asp" > Kaiser < /a > shares according to the domestic brand market "channel is king" status and its own development strategy considerations, mainly invest to raise funds to continue business outlets construction.

On the one hand, we should increase the sales network construction and form a sales network which is mainly self operated and supplemented by distribution. On the other hand, the company will implement the strategy of "going out", increase investment in Hongkong market, and develop business in Europe through Hongkong.

< /p >

< p > < strong > 1. The first lady detonated the inflection point of the industry < /strong > /p >

"P" has always been the impact of foreign high-end brand of local high-end brands.

However, under the background of the new high-level leadership, the leaders and family members took the lead.

This demonstration will not only play a role in boosting domestic brand clothing in the short term, but will also be a great benefit for China's local brand clothing enterprises in the medium and long term.

Because of this demonstration, it sends a signal to the outside world that it is difficult for foreign luxury brands to have the opportunity to make public appearances from Chinese government officials to apparel companies. The local brands with quality and taste will have the opportunity to take the lead in the consumption of domestic brands.

< /p >

< p > in March 22nd this year, Xi Jinping made his first state visit to the post of state president. His wife Peng Liyuan's brilliant appearance attracted worldwide attention. What makes people excited is that the first lady's suit and handbag are all from domestic brands.

It is not the private custom of the big international brand. The original domestic brands also have a large brand, and even better than the international brand in showing the Oriental temperament. This will greatly enhance the driving force of the endogenous growth of the domestic brands, and break the image of the domestic brands in the minds of consumers. The price is too high, the design has no features, and at the same time, it also reduces the worry that domestic brands are facing serious foreign brand shocks.

The A share market responded positively, and the early flagging clothing sector was proud of its performance. Kaiser shares showed a bright eye, up 10.69%, and the relative profit reached 11.95%.

< /p >

< p > although the stock price rise is only a short-term effect, but through the research on the exemplary role of the first lady of the United States -- the most powerful boost behind the US fashion industry behind the scenes is that the first lady of the United States, Michel Obama, has brought about a total of about 2 billion 700 million dollars in economic benefits for its local clothing brand Jason Wu. The choice of dress for the first lady of China will also affect the value of the domestic brand clothing industry. Especially when the domestic brands are facing the dilemmas of extension and expansion and endogenous growth, the "fashion", "calm", "atmosphere" and "elegance" conveyed by the first lady dressed up by the first lady Peng Liyuan are enough to change the prospect and valuation of the domestic brand clothing. "Michel"

Inspired by the first lady of China, China's brand, national and national wear is the most suitable choice for clothing. The era of rising domestic brands is coming, and domestic brands also have spring! < /p >

< p > < strong > two, domestic made a href= "//www.sjfzxm.com/news/index_f.asp" > high-end brand < /a > one of the representatives -- Kaiser shares < /strong > /p >

< p > Kaiser shares is one of the typical representatives of high-end brand apparel in China. In the course of development, the company has formed a complete product line including high-end men and women's clothing, leather goods, accessories and leather goods. The main products are "Kaiser" brand high-end women's clothing, men's clothing, leather products and accessories.

The company's women's wear group is located in a mature woman who is successful at 35-55 years old. The women's clothing product is designed to embody the cultural connotation of "noble and elegant, capable and unique". The style of design is closely following the fashion trend of Europe and America and integrating into Chinese characteristics. In 2009, it was rated the "top 50 women's clothing" by the clothing association.

The high-end brand image that the company has accumulated in the domestic market through leather clothing and women's clothing has focused on the development of men's clothing products in recent years, and its men's target consumers are located in high grade and high-income successful personages.

< /p >

< p class= "p15" style= "margin-top: 0pt; margin-bottom: 0pt" > span style= "font-family:" Song body ";" span ";" "" "" > "< < >"

After P listing, the company acquired Jisheng company and Yu Xin company on the basis of market development and market segmentation demands. --EndFragment--

At present, the brand of the company operates as follows: KAISER (independent brand), KAISER PRINCE (independent brand), LUSEFA (independent brand), Thomas Pink (British brand), PALZILERI (Italy brand), Allaire (French brand), forming a series of brand chains that are highly related and complementary to Kaiser's brand positioning and target consumers.

< /p >

< p > according to its own characteristics, the company hired Wu Xiubo and Xu Qing, the star spokesmen who match the brand temperament, and launched the brand promotion in the spring and summer products conference held in Guangzhou in 2013 and the thematic activities in the large and medium-sized cities throughout the country, and further enhanced the brand image by setting up the image ads to the news media with the attention of the social elite, setting up the unique taste of the "Kaiser" brand in the high-end field.

The company's network covers large and medium-sized cities in China and Hongkong.

In December 2011, Kaiser brand once again won the award of "China brand annual award No.1 (fur)" issued by the world brand laboratory.

< /p >

< p > < strong > three, brand + channel dual engine driving, competitive advantage obviously < /strong > /p >

< p > Kaiser shares were successfully listed on the IPO in June 2010. Since its listing, the company has spared no effort in building up its core strengths. At present, brands and channels have formed some advantages.

< /p >

< p > high-end brand advantage: the company has positioned the high-end market since its establishment of Kaiser brand. In the past more than 10 years, it has adhered to one of the few domestic garment enterprises that are still based on the high-end market and can still maintain the brisk brand vitality.

In the past more than 10 years, the company has been adhering to the business philosophy of "quality win, brand management", and has gained rich experience in operation through more than 10 years of market accumulation and market inspection. "Kaiser" has become a leader in the fashion industry in China through its consistent high-quality manufacturing, personalized creative design, unique version, the unique design style of the European and American fashion trends and Chinese elements, and the humanistic connotation and social connotation of the brand.

< /p >

< p > adhere to a clear high-end market positioning.

In the early 90s, the domestic high-end brands gradually emerged. But with the intensification of market competition and the lack of brand investment, the vast majority of high-end brands gradually disappeared, while most of the remaining domestic high-end brands were not clearly positioned, and the high-end high-end consumer groups gradually lost and product positioning gradually declined.

Since its establishment, "Kaiser" brand has been targeting the target consumer groups in successful business and politicians, insisting on clear market positioning and increasing brand investment.

The consumer group has a strong economic foundation, a strong desire to buy and a relatively mature consumer outlook on life and values. Therefore, it has already formed a certain preference for style and fashion. It has changed from pure physical consumption to the pursuit of spiritual enjoyment. Brand has become an important factor in purchase intention and has strong brand loyalty.

The "Kaiser" brand has attracted a large number of high-end customers through the accurate positioning of the target consumer group, the unique product style and the multi-level product coverage strategy of a single brand, forming a loyal consumer group.

< /p >

< p > terminal sales channel management advantages: through more than 10 years of development, the company has accumulated rich experience in terminal channel management.

457 Kaiser brand sales outlets have covered 30 provinces, municipalities, autonomous regions and more than 100 cities in the country and Hongkong.

The company adopts vertical management mode, has good central control power, and controls the entire operation process that covers design, purchase, production, distribution, sales and information feedback, and has a strong ability of resource allocation.

< /p >

< p > in recent years, the company has also increased investment in e-commerce. The company achieved about 10000000 yuan in e-commerce sales in 2012, and realized a net profit of more than 200 yuan.

In 2013, the company will further accelerate the development of e-commerce, with a target sales volume of 2000-3000 yuan.

In terms of traditional sales channels, Future Ltd still focuses on self shop construction, and optimizes dealer network. The channel size will gradually be concentrated on proprietary stores and distributors.

In addition, the company will increase investment in the Hongkong market, develop the European business through this market, copy the successful experience of "Esprit", and gradually promote the internationalization process of the company.

Since 2008, the company has established a wholly owned subsidiary in Hongkong. By the end of 2012, there were 6 stores in Hongkong.

< /p >

Apart from the core advantages of brand and channel, the company also has a professional design team. The team has rich experience in design. In recent years, a group of designers with international influence have been recruited. In order to timely and accurately grasp the international trend and join China's P, the team has further enhanced the value and diversity of the brand.

The four seasons R & D of garment enterprises are changed into six quarter research and development: spring, early summer, early summer, early autumn, late autumn and late winter, to speed up the design update so as to improve the sensitivity of products to fashion trends and seasons.

< /p >

At present, Kaiser shares are in a stage of sustained growth in P performance. With the continuous improvement of the brand premium capability, it is expected to get out of the situation of not increasing profits in the early stage.

With the help of a series of external and internal opportunities for development, plus the brand and channel advantages accumulated by the company for a long time, with the help of the capital market, the company will get an unconventional development speed and be optimistic about the future of the company.

< /p >